Alipay had been treated as a “tool name” instead of a “brand name”, therefore, we would like to echo a giant social issue, trust crisis in China, to leverage Alipay to a higher brand status.
Planning & Execution
In this Campaign, we valuethe ordinary people who made an extraordinary contribution - Key Auntie, meanwhile we deliver the brand value “Knowledge Trusted” accordingly to build up our brand property.
Effectiveness / Results
This is a campaign about how we increase the Alipay annual transaction 17% in 2012 from RMB 1.46 trillion in 2012.
With three highly emotives, touching film, Alipay not only owns the core value of online payment – Trust, but also:
- Create real trust to a brand in the virtual world.
- Earned people’s attention and discussion
- Gain new account users to Alipay
- Most importantly, Boost the trading volume:
In 2012, the trading volume has grown 17% which come to 1.75 trillion compare to 2011.